Content

This unit examines the theories and models of Integrated Marketing Communication and how they inform promotional activities to support strategic brand building, market positioning and customer-relationship management. This unit develops theoretical knowledge and applied skills for promotional planning from research through to evaluation. Specifically students will learn how to conduct situation analyses, develop objectives, and identify target markets and audiences and market positioning. Drawing on these elements, students will then learn how to develop and write communication, creative, media and promotional strategies for a promotional plan.

Assessment

Promotional Planning 800 word equivalent 20%

The Promotional Plan 2000 word equivalent 50%

Examination 2 hours 30%

Unit Fee Information

All Commonwealth Supported Place (CSP), fee paying undergraduate and pre-2016 commencing students

Unit fee information available soon

2016 commencing International and full fee paying postgraduate domestic students

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